Efficacy of Celebrity Endorsement Advertisements and its Impact upon Consumers’ Brand Preference and Purchase Decisions

Celebrity endorsement advertising is a prevailing advertising technique. Every year, the advertising industry spends billions of dollars on celebrity endorsements ads. Over the years, theory and practice have proved that the use of superstars and celebrities in advertising globally does generate a l...

The International Journal of Knowledge, Culture, and Change Management: Annual Review

Common Ground Research Networks